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How to Conquer Objections
     and Explode Your Sales Performance!

        BY   Gavin Ingham
“I really enjoyed the seminar and learnt more about cold
calling in one day than I have done in the last 5 years!”
                                      Danielle Pile, Roevin

“Friday’s seminar was excellent. I don’t think I have ever
been on a course where I haven’t lost interest along the
way. Gavin kept it interesting and upbeat (so much
                                   Sarah Bradshaw, Capita

“I was blown away by the quality and content of your
“Power Canvassing” seminar that I found very
entertaining as well as informative. Where as some
training I have attended in the past has died on its feet
in a few days, the tools and techniques that I learnt on
Power Canvassing are still ringing in my ears. Gavin’s
enthusiasm is contagious and his knowledge prodigious.
With a combination of “Real World” tools and techniques
that get results, I feel that every recruitment consultancy
that is interested in exploding their consultants
motivation and sales figures would benefit from your
       Simon Childs BSc (Hons), Senior Consultant, Chase
                                     Moulande Regeneration

“I recently attended Power Canvassing seminar and must
say it was quite different to other ‘sales’ courses I have
been on. I found Gavin Ingham very motivational. Most
sales courses will tell you about objection handling but
the difference ……is that they go a lot deeper than that.
How you actually feel before you make the call is very

important. You have to recognise that the sales call is
100% your responsibility so when things don’t go
according to plan take the time to learn from your
mistakes – could you have handled the call better. If not,
the most important thing is to let that call go and move
on ……. shows you how to do this by changing your
attitude and physiological state, continually practising and
asking for feedback from colleagues. I will definitely be
recommending (Gavin) … to my colleagues!”
            Edith Udemezue, Operations manager, Science
                                         Recruitment Group

“Yesterday was a highly energised day with lots of ideas
and audience participation. I was able to take away a lot
of re-enforced traits and some new approaches for
overcoming the many obstacles that are put in our way
on a daily basis.”
                              Iain Brassell, TMP Worldwide

“It was excellent, I have learnt a lot about how we can
expand the mind.... Thoroughly enjoyed my day. The
trainer was superb and the whole day was very
beneficial. I feel very motivated, hope it lasts!!!”
      Kelly Duffield, The Recruitment Consultant Magazine

“Interesting, informative and fun. Good trainer. Kept us
interested and at our level.”
             Justine Wilkinson, Training Manager, Preferred

Who is Gavin Ingham?

Gavin is the foremost sales performance expert in
the UK. He passionately believes in helping
individuals and teams create the lives and
businesses that they desire. With his inspirational
approach to sales and motivation Gavin combines
commercial experience, personal excellence and
communications technologies in delivering personal
and business sales success.

  Unlike many so called experts, Gavin excelled as a
sales professional winning a European sales award
for a leading organisation in his first year of selling
and then progressed rapidly through to a hands-on
managerial role. After a successful start-up project,
he worked as Head of Sales and Marketing in a
FTSE 250 before setting up his own business helping
others to rapidly increase their personal and
business sales success.

   Gavin is an NLP Master Practitioner, CIPD qualified
and a trained coach. His depth of sales and
commercial experience allows him to share true-life
anecdotes and examples, which resonate with
audiences. This shared experience encourages
greater learning and application of the skills taught
because the salespeople know that Gavin
understands them. Gavin believes that it’s important
that every investment produces real results and that
is his primary objective when working with clients.

  Lifelong learning and the application of that
learning is the key to all success. Gavin is
committed to studying, modelling and working with
the best in his key areas of study. These include
sales, coaching, communications and NLP. Gavin
particularly enjoys the works of Anthony Robbins,
Brian Tracy, Stephen Covey, Steve Andreas, Robert
Dilts, Milton Erickson and Richard Bandler.

  Gavin is the creator of the Power Canvassing
seminars, CD’s and various other audio products. He
also created a phenomenal 12-week programme
methodology designed to produce sustainable sales
growth and return on investment.

  During his career Gavin has won business with a
multitude of blue-chip clients including IBM, Lloyds
TSB, AT&T, Siemens, Vodafone and Citibank and has
trained and coached successful sales teams, sales
professionals, managers and business owners.

Gavin's Philosophy
    “Whatever your sport you wouldn't play without the
    guidance and support of an experienced coach on
    your side. The same should be true of your business.
    After all, your business is the most important game
    there is.
       That's why my dynamic programmes are so
    important. This unique combination of consultancy,
    training and coaching serves sales professionals,
    business owners, and dynamic teams in their desire
    to create more sales and stronger businesses.”

How to Conquer Objections
     and Explode Your Sales Performance!

        BY   Gavin Ingham


How to Use this Book
Top 10 Tips of Sales Superstars
When You Become an Expert Objection Handler…
And in the Beginning there was Feel, Felt,

The Objections

“I don’t know your company.”
“We don’t use that.”
“All of that is controlled by head office in
   the US.”
“I’m afraid that area of the business is
“I haven’t enough time.”
“You’re too expensive.”
“I’m happy with my current suppliers,
   thank you.”
“We’ve got a preferred supplier’s list.”
“We’re about to be taken over.”
“We’re making redundancies”

How to Use this Book


 •    Read it from cover to cover

 •    Dip into it whenever you have a spare moment

 •    Keep it on your Desktop or Laptop

 •    Note your sales “wins” within its pages

 •    Memorise your favourite answers

 •    Find yourself adopting the beliefs and living the
      life of a Sales Superstar

 •    Use it as a resource for creative 10 minute
      energisers in sales meetings and trainings

 •    Buy copies for the whole of your sales team

 •    Tell your friends about it

 •    Use it as the secret of your success!

Top 10 Tips of Sales Superstars

1   No objection has any meaning other than the
    meaning which you give to it

2   Always be 100% responsible for the outcome of
    every client interaction

3   Always remain calm in the face of client

4   No-one has the power to make you feel bad
    unless you let them

5   Dealing with objections is simply part of selling

6   Dealing with objections expertly will set you
    apart from mere average salespeople

7   Modelling successful salespeople and studying
    books and audio products is part of being at the
    top of your game

8   Write down every objection you can think of,
    plan your answers and practice them until you
    are fluent in the use of them

9   Constantly revise and improve your objection
    handling techniques

10 Believe in yourself, your product / service and
   the sales profession

When You Become an Expert
Objection Handler…
You will:

 •   Build better rapport with clients

 •   Stay more focused on your sales objectives

 •   Remain on calls longer

 •   Be less stressed

 •   Feel great about your chosen profession

 •   Enjoy the sales process much more

 •   Avoid confrontation with clients

 •   Be more persuasive

 •   Become a master of communicating in difficult

 •   Portray professionalism, confidence and client

 •   Prevent most objections ever happening!

 •   Make more sales at higher fees!

And in the Beginning there was
Feel, Felt, Found

FEEL        I understand the way that you feel
FELT        Other people felt that way too!
FOUND       However, what they found was …
            Answer objection!
  • Easy to use and remember
  • Adaptable

 • No good for complaints or personal objections
   (e.g. “I don’t like you!”)
 • Can’t be used over and over for multiple

Sales Superstar says…
 “Consider your most common objections and plan
 and personalise your Feel / Felt / Found answers
 with real life examples and statistics.”

“I understand how you feel John. When I worked
with (name client) they felt that the initial
investment was outside of their budget too. After
implementing Gavin’s coaching programmes
across their organisation they found that their
sales rose by 45% which represents a 275%
return on investment. This equates to a bottom
line profit figure of … (name figure).”

Practise now!


“I don’t know your company.”

What client means

 “Who are you?”
 Clients have found that purely “emotional”
 objections like this one quickly uncover the
 insecurities of average salespeople.

Average salesperson

 Thinks: “No you don’t. Why does no-one like
 Action: Becomes defensive, waffles and
 ultimately bails out of the call.

“Fantastic! That’s exactly why I’ve
called. We’re the … (give opening statement
or unique selling points).”

Sales Superstar

 Thinks: “You will in a minute!”
 Understands: Peak performers are motivated
 from the inside out. Only average sales people are
 affected by this kind of comment.

Why this works

 • It reframes the client’s expectations of how
   salespeople behave
 • It’s positive and amusing
 • It was never a real objection anyway!

“We don’t use that!”

What client means

 “I see no need for your services.”
 This client either does not see the need for your
 services or is using this approach as an instant
 conversation terminator.

Average salesperson

 Thinks: “No-one wants our products!”
 Action: Either bails out of the call or gets
 confrontational and pushes against the client’s

“And I’m not asking you to change
now, merely get to know you and
understand a little more about your
business and what you do use.”

Sales Superstar

 Thinks: “And I’ll find a need for it if you have
 Understands: The parable of the two shoe
 salespeople in Africa. One messages back, “Bring
 me home, no-one wears shoes out here”, the
 other messages back, “Send more shoes! No-one
 wears shoes out here!”

Why this works

 • Defuses “threat” of the pushy salesperson
 • “Change now” is an embedded command
 • Who doesn’t like to talk about themselves and
   their business?

“All of that is controlled by head
office in the USA.”

What client means

 “It’s not in my control.”
 Client does not want to waste time talking about
 something that is not within his control. It’s also a
 great way of getting rid of unwanted salespeople!

Average salesperson

 Thinks: “Why is nothing as easy as it used to
 Action: Bails out of the call and adds to their
 collection of negative sales memories.

“Where in the US?
Who looks after it?
What’s his / her role?
What’s their phone number?
When was that implemented?
     (And gradually move into…)
How effective has it been?
What were the business reasons for
implementing that in the first place?”

Sales Superstar

 Thinks: “You can’t stop me that easily!”
 Understands: Building business relationships in
 today’s markets is like putting together the many
 pieces of a complex puzzle. Only by building many
 lines of communication can the picture be

Why this works

 • Uses “misdirection” to gather information and
   lets client think that you’re asking standard
   sales questions. This helps them to relax and
   allows you to build deeper rapport
 • You then move to deeper questions so that
   you can uncover needs and opportunities

“I’m afraid that area of the business
is outsourced.”

What client means

 “Not today!”
 In today’s markets, outsourcing areas of the
 business is becoming increasingly popular with
 companies seeking to reduce overheads, cut costs
 and maximise profits. Ordinary salespeople are
 too focused on products and not commercially
 minded enough to understand the potential
 opportunities here.

Average salesperson

 Thinks: “I could have been somebody! This
 market is rubbish!”
 Action: Thanks client and departs with another
 notch on their “woe is me” belt.

“That’s fine. As someone focused on
providing specialist solutions in that
area I’m pleased that you take it so
seriously. I’m curious, what were
your reasons for outsourcing that
area of your business in the first

Sales Superstar

 Thinks: “We’ll see about that!”
 Understands: As fast as one area is outsourced
 another is brought back in-house. Careful
 investigation may uncover alternative
 opportunities, “middle-man” deals and even
 problems in the existing outsourcing solution.

Why this works

 •   Positions you as an expert
 •   Respects client’s position
 •   “I’m curious” is a real “softener”
 •   Links nicely to questions

“I haven’t enough time.”

What client means

 “I’m busy and you’d better not waste my time.”
 This kind of objection usually means that the
 client is busy and that they get a lot of sales calls.
 It’s really not personal but most salespeople take
 it this way!

Average salesperson

 Thinks: “I’ll be as quick as possible then!”
 Action: Makes excuses for the call, rushes into
 the pitch and gets rejected. When salespeople
 rush in this way it sends a psychological message
 that they are not important and therefore not
 worth dealing with.

Attempt 1:
“And I won’t waste a moment of
your time.”

Attempt 2 (if he repeats himself):
“I apologise. When this week would
be more convenient to call?
How would Friday afternoon be for
you? 3 or 4pm?”
(Book call or meeting)

Sales Superstar

  Thinks: “I am worthy of your time.”
  Understands: All clients make time for the right
  sales conversations therefore the key here is to
  maintain composure and differentiate your call as
  being worthy of the client’s time. Ensure that you
  control your pace, tone and pitch.

Why this works

  • The initial acknowledgement is enough for
    most clients
  • Takes responsibility if the client repeats the
  • Sets a time for the conversation using
    different closing techniques

“You’re too expensive!”

What client means

 “I reckon I can get a bargain here.”
 The “price” objection is one of the most feared by
 salespeople and clients know it! What’s more they
 are not afraid to use it liberally.

Average salesperson

 Thinks: “Quick! Give him a discount – I’m too
 Action: Reduces price, appears desperate, throws
 away an opportunity.

Option 1: “I’m sure you have a good reason
for saying that, do you mind me asking you
what it is?”

Option 2: “Are you considering the price or
the total cost of ownership? Certainly when
you look at the price on a piece of paper
we’re not the cheapest. When you consider
the total cost of ownership which includes
… (name client’s needs / criteria) … then you
will be able to see that we provide the best
return on investment.”

Option 3: “Well, I certainly don’t mind
people selling for less. However, and you
will understand why I ask you this, how
important is it that any purchase provides
a return on investment? Why? And you
know that’s exactly why…”
Sales Superstar

 Thinks: “You’ve just not understood the value yet!”
 Understands: Clients are always going to try and
 negotiate and most aren’t that serious about it
 anyway. If they are the Sales Superstar will ask
 questions to build the value before negotiating.

Why this works

 •   Shows empathy
 •   Uncovers real costs not just figures
 •   Reframes the client’s perspective
 •   Shows confidence and professionalism

“I’m happy with my current
suppliers thank you.”

What client means

 “I get these calls all of the time.”
 Clients have found that most sales people have no
 useful answer to this objection! They often use it
 without any consideration as to whether they
 really are happy or not.

Average salesperson

 Thinks: “Everyone has a supplier already! Why do
 I bother with this job?”
 Action: Bails out of the call or challenges for a
 weakness in the client’s existing relationships.
 This usually results in confrontation.

Attempt 1:
“Great and I’m not asking you to
change now merely consider
building a relationship...”

Attempt 2:
“Many of my other clients told me
the same thing. They were also
working with existing suppliers
before they realised that our service
perfectly complemented what they
were already doing. I’d like to get
together and show you how…”

Sales Superstar

 Thinks: “Really! We’ll see about that!”
 Understands: It has been estimated that only
 5% of clients are genuinely “happy” with their
 current suppliers but most won’t tell you until
 you’ve got significant amounts of trust and

Why this works

 • Does not challenge or threaten the existing
   supplier relationship
 • Respects the client’s decision
 • “Change now” is an embedded command
 • Uses inclusive approach with the word

“We’ve got a preferred supplier’s

What client means

 “Not today thank you!”
 In some industries this objection is the most
 feared objection that there is. Clients know this
 and produce it with a flourish leaving a trail of
 battered salespeople in their wake!

Average salesperson

 Thinks: “Not again! I hate this job!”
 Action: Asks when the list is up for renewal,
 sends some literature and books a call-back for
 some “more appropriate” time in the future.

“I’m pleased to hear that! Many of
our partner companies have
preferred supplier’s lists as well. I’m
sure that you had good business
reasons for setting that up. Do you
mind telling me, what were they?”

Sales Superstar

 Thinks: “And I know that you don’t always use
 Understands: Clients virtually always source
 some services / products outside of their existing
 supplier relationships. Getting onto the list
 requires a long-term strategy so there are two
 different angles here – one for the short-term and
 one for the long-term.

Why this works

 • Acknowledges client’s position
 • Reframes salesperson’s position as a partner
 • Links to information seeking questions

“We’re about to be taken over.”

What client means

 “I’m in trouble and this is bad timing.”
 This client may be feeling very vulnerable right
 now. He won’t be wanting to speak with brash
 sales people.

Average salesperson

 Thinks: “There by the grace of God go I!”
 Action: Feels embarrassed, sees no opportunity,
 exits the call or (far worse) pushes to try to
 expose needs right now in a very unsubtle

“I’m sorry to hear that, those
situations are always challenging …
(move to questions about the take over).”

Sales Superstar

 Thinks: “Poor chap. Maybe I can help.”
 Understands: Measured empathy can go a long
 way right now. In the future this client may end
 up being promoted in the turmoil or may even
 end up winning a more influential position

Why this works

 • Shows professional empathy and builds
 • “Those” linguistically distances both of you
   from the situation slightly
 • Moving to questions builds rapport
 • Allows you to judge the next step carefully

“We’re making redundancies at the

What client means

 “Have you no sensitivity?”
 This client is either worrying about his own job or
 is buried in the middle of a very difficult
 management scenario. A pushy, proactive
 salesperson talking about opportunities and
 requirements is not on his agenda!

Average salesperson

 Thinks: “I can’t believe it. What a waste of my
 Action: Gives up, feels bad, takes a step closer to
 another wasted day in the office!

“I’m sorry to hear that – it’s never
easy to make business decisions like
that. When you consider the
importance of any strategic decision
like that it is essential to have the
right support systems in place. It
may be that we can help, tell me…”

Sales Superstar

 Thinks: “I wonder what opportunities may lie
 within those business challenges?”
 Understands: Companies always have business
 reasons for making decisions like this whether due
 to increased technology or difficult market
 conditions. Maybe the Sales Superstar can provide
 a solution to one of the problems. In any case,
 most companies expand again at some point.

Why this works

 • Empathises with client’s situation
 • Demonstrates strategic business awareness
 • Reframes client perspective from problems to
   solutions and moves into any question that
   you believe appropriate


“Thanks for taking the time to study Objections!
Objections! Objections! I am confident that you
will have enjoyed it and hope that you implement
new strategies and techniques, win more sales and
move closer towards your dreams and goals. I
would be delighted to hear of your wins and

  As a valued customer I also appreciate your
feedback so please let me know your thoughts,
musings, comments and anything that you would
love to see covered in future products and
programmes. I would also be keen to hear of any
new or specialist objections that you struggle with!

  And remember – go out and sell with attitude!”


If you want to know more about Gavin and why he
is considered by many to be the leading expert in
maximising sales performance under intense
competition in the UK today then visit now. Focused on the core
sales challenges of fear of selling, fear of rejection,
fear of cold calling and staying motivated can you
afford not to?

Now is the time to...

Explode the performance of your business through
sales coaching, training and consultancy

Book an inspiring and uplifting keynote for your
next conference or AGM

Focus on development through cutting edge learning

Breakthrough with one to one coaching for the
incredibly committed peak performer

                                 Gavin Ingham Ltd
                                   0870 011 7864


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